Day 114: Know your secondary audience.

The immediate recipient of your document is your primary audience. Your secondary audience receives the document from the primary audience. In many cases, the document is not transferred to the secondary audience—only the information is passed on.

For example, if you write a financial analysis of a new program, your primary audience may be your supervisor or contracting agent. If that person takes specific information from the report and uses it to create his or her own report, or if that person passes on the document to another person, then the document or information moves from the primary to the secondary audience.

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For example, if you write a fiction book, the person who buys the book is the primary audience. However, if that person passes the book on to another person, or if the book is read with a child or another person, then the child or other person is the secondary audience.

Why is this important? Nearly every document or manuscript will have a secondary audience. The needs of that person may be different than the needs of the primary audience. To ensure the effectiveness of your writing (or the widest distribution of the content), identify the secondary audience and consider that person’s needs. You will want to address both the primary and secondary audiences’ needs.